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We believe in direct relationships in the whole value chain. Our whole way of working together with the farmers is based on the concept of traceability and direct relationships. We believe that if we do the same with our Choco fans then we can have more impact. So, we don’t use paid media, because
we try to have this direct relationship with our consumers. Owned and earned channels are the basis of our marketing strategy.
What examples can you share of how you are using those channels?
We have our own stores where we tell people about the story of our chocolate and our mission. We publish (photo-expos, books, a documentary) and we organise events. Every month we have an event where we invite consumers to our office. One of the team will give a presentation about our mission, or his or her work. Sometimes it’s marketing, sometimes supply chain, sometimes it’s people and culture. Events are important in terms of owned media.
Then, from an earned media point of view, we are born journalists. So, PR for us is very important. Last year, we got over 10,000 people to sign a petition for a law in the Netherlands against child labour and went to offer the petition at the senate in the Hague. It is a very serious environment there. But because we do things differently, I was wearing this big Tony’s Chocolonely suit offering the petition. It made an impact, it was memorable, and it also made people smile – that is our whole goal.
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